24.02 Non-Geeks are Not Morons: The Change Function Model for Adopting Technology by Pip Coburn

Here, Pip Coburn challenges the assumptions of technologists who believe in the “if we build it, they will come” theory of technology development. Using his Change Function model (Crisis vs Total Perceived Pain of Adoption) to explain how dema happens, he contends that it is the users to whom technologists should look for inspiration, as it is the users who create the demand for new products.

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